In a recent edition of the podcast MI Inspiration by Ewout Witte, Stephanie already told us that we see research trajectories getting shorter and shorter. Sprint research seem to be the rule rather than the exception these days. Clients prefer the results of their market research today rather than tomorrow. Sprint research is all about getting insight and feedback from your target group in a quick way, preferably within a few days. It often involves research about advertisements, concepts, packaging, web pages, online tools, apps, et cetera.
A partner for the right target group
Our clients often work with partners to deliver the right target group. There are several reasons for this. Often they do not have their own database or they do, but they have no experience with calling a customer file. It is also possible that they do not have the right people themselves to set up such a research or they do not have a researcher in-house. Finally, recruiting, scheduling and rewarding the right target group takes a lot of time.
Enable social media
For a sprint research, we have to collect the right respondents extremely fast. Fortunately, we have a database with about thirty thousand respondents. Aren’t there the right people in the database? Then we switch on our social media channels. By promoting posts on channels such as Facebook, Instagram, LinkedIn and Tiktok, we try to get new registrations or reach and enthuse our existing target group faster.
Choose the right professionals
Together with Ella and Barbara, my colleagues from facility, I ensure that the right professionals are called in. The right host and note-taker for on location, possibly an interpreter or a moderator if necessary. On our website there is a whole list of moderators. I make sure I make the right match.
Communication
Perhaps most important of all: communication. We keep our customers constantly informed of the state of affairs. Certainly with a sprint study, this does not always have to be very extensive, but that can also be a short message like: ‘It’s going well’, or ‘We have classified four respondents again today’, that is often enough. This way the customer knows that we are on top of it and it takes little time to do.
Want to know more?
Do you also like to be unburdened during your research or are you looking for a specific target group with whom you want to talk? Do you want to know exactly how market research works, online or face-to-face? Send an email to stephanie@bureaufris.nl and she will contact you. Curious about how we compensate the CO2 emissions of on-site research? You can read more about that here.
